Analyzing Marketing Environment

                               
It is actually the actors and forces outside of marketing department that affect marketing management ability to build and maintain successful relationships with the customers.

So you have uh, marketing management activities or marketing activities, which we have studied before just like you are making a marketing plan by analyzing who your customers are by targeting your customers and segments and also finding out the strengths and weaknesses.

Then you make a four piece oriented marketing plan, which i taught very briefly in my previous chapters.

Now in addition to all of that there's an environment which is not in your control.

So there are two different types of environment one is macro environment, which is completely not in your control.

So only what you can do is that you can learn about it and we will go into a bit of detail just in a while you can have a look at that environment.

So that that won't affect your marketing activities that much and then there's a micro environment which you can control somewhat but again, you cannot control it fully so let's have a look and find out what exactly these micro and macro environments are made up of so micro.

It actually is made up of actors that are close to an organization or a company that affect this ability to serve its customers.

Now those factors are or those actors are the organization itself the suppliers marketing, uh, middlemen or marketing intermediaries customer markets competitors.

So if you have a look at this picture, so this marketing or marketing activities are the activities which you're intending to do and you're intending to serve the customers in the best possible way.

Now, the micro environment is the closest environment to these marketing activities or a marketing department of an organization and like i said before that it is made up of the company suppliers and then marketing middlemen competitors publics and the customers themselves.

Let's go one by one and let's see what exactly do these factors mean.

Now the company itself is made up of uh, of course different departments.

Uh, then there's a finance r d is a research and development.

There's a purchasing department operations accounting hr.

So there are different departments within our organization now as a marketing, um, when you're making a marketing plan, you have to make sure that you study all the departments and you tell them that look our goal is to satisfy the customer.

We all have to come to a single page.

So for example, if your purchasing department is not working to its full capacity and they are not in sync with the marketing department that is going to affect the marketing activities of an organization.

So because marketing is the front face of of a company and they are the one who are dealing with the customer.